Idea launched in Rajasthan

12th October, 2006

Idea Cellular, India's leading cellular operator and an Aditya Birla Group company, today announced the launch of its services in Rajasthan at the hands of Her Excellency, Smt Pratibha Patil, Governor of Rajasthan and the President and CEO of Idea Cellular, Mr. Vikram Mehmi. The fastest growing telecom operator in India, Idea Cellular offers to all its customers a wide bouquet of innovative services and superior network coverage. The launch of Idea in the colourful landscape of Rajasthan ushers in a new era in mobile services and provides the best choice to customers.

Idea's state-of-the-art congestion-free network services will cover the entire state of Rajasthan in two phases ensuring that residents and visitors remain connected locally, nationally and internationally. In the current first phase, Idea will cover 145 towns and villages including major towns such as Jaipur, Kota, Udaipur, Ajmer, Alwar, Ganganagar, Bhilwara and major highways like Delhi-Jaipur, Jaipur-Ajmer and Ajmer-Udaipur. In phase two, Idea will cover 70 additional towns and villages, major highways and corridors. Idea will offer unmatched mobility and connectivity on a congestion-free network with excellent voice clarity. In addition, Idea will continue in its endeavor of offering the best in services along with revolutionary and affordable tariffs and world class customer care.

Announcing the launch of services in Rajasthan, Mr.Vikram Mehmi, President and CEO, Idea Cellular Ltd. said, "Idea has always provided the impetus and support essential for economic growth. By connecting people and opportunities, Idea will bring its own unique mobile service experience and unparalleled customer care across the state's unique terrain and rich culture. The launch of Idea in Rajasthan is sure to facilitate overall growth and development making the region an even more desirable destination."

A leader in innovation in the telecom industry, Idea will be offering to customers an entire range of superior value-added services. Some value propositions that the customer will enjoy are:

Friendly customer care: Idea believes in delighting customers at every step for a total mobile experience, which is being enjoyed, by more than 10 million delighted customers today across the country.

GPRS and MMS: Customers will have instant access to the Internet from their mobile phones through their Idea GPRS services or be able send coloured picture messages with sound clips.

Say Idea: Through this service, Idea subscribers will have an ease of use, as they would require to just dial a particular short code, for e.g. 456 and get into the voice portal. Idea subscribers can interact with the services in a friendly, intuitive manner and access a wide range of services including ring tones, MusiCard (a sing-along service like karaoke), cricket, movies, jokes, logos, horoscopes, news and stocks. Subscribers can access this service by dialing 456 from their Idea mobile phone.

Idea recently launched its services in Himachal Pradesh and is also slated to launch services in UP (East) in the coming few weeks.

About Idea Cellular:
As India's leading GSM mobile services operator, Idea Cellular has licenses to operate in 11 circles. With a customer base of over 10 million, Idea Cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh, Uttaranchal, Haryana, UP-West, Kerala and Himachal Pradesh. Idea Cellular's footprint currently covers approximately 45 per cent of India's population and over 50 per cent of the potential telecom market.

As a leader in value-added services, innovation is central to Idea's VAS Factory. It is the first cellular company to launch music messaging with 'Cellular Jockey', 'Background Tones', 'Group Talk', a voice portal with 'Say Idea' and a complete suite of mobile email services. A frontrunner in introducing revolutionary tariff plans, Idea Cellular has the distinction of offering the most customer friendly and competitive pre-paid offerings, for the first time in India, with 'Super Power', 'Two Minutes Outgoing Free', 'Lifelong' offer and other segmented offerings like 'Women's Card'. 'Lifetime Idea' is the first and only loyalty programme, for pre-paid customers, introduced by a cellular brand.

Customer service and innovation are the drivers of this cellular brand. A brand known for its many firsts, Idea is the only operator to launch GPRS and EDGE in the country.

The latest feather in the Idea cap is the GSM Association Award for Bill Flash it has recently won, making it the first cellular operator in India to win an award on this platform.

Idea Cellular is part of the Aditya Birla Group, which is India's first truly multinational corporation. Global in vision, rooted in Indian values, the group is driven by a performance ethic pegged on value creation for its multiple stakeholders.

More about Idea Cellular Ltd. at